Throughout This Index Boldfaced Page Numbers Indicate Primary

Index

Note to the Reader: Throughout this index mobile devices, 211–212 boldfaced page numbers indicate primary discus- monetizing applications, 210–211 sions of a topic. Italicized page numbers indicate opportunities, 128–129 illustrations. options, 55 overadvertising, 109 performance, 146–148, 147 pricing, 136–137, 136 A recalibrating, 150–151 reviewing, 155–156 A/B testing stakeholder education, 149 campaigns, 142–143 startup businesses, 251 landing pages, 232–233 to-do lists, 57–58, 57 multichannel marketing, 171 variations, 146 abandonment rate, 215 Advertising links, 133 279 Abilene Christian University, 250 AdWords, 6–7, 6, 178–180 ■ Academic and Student Affairs Department, affiliate fees, 210 Index 222–223 aggregate data, 181 account setup, 40–42, 41 Air Force Academy, 243 adCenter, 179–180 All Fans Over Time metric, 132 Add To Page link, 198 AllFacebook site, 70 Adly Inc., 180 Allow Us To Access Your Profile link, 195 Admin fan pages, 103 AltaVista search engine, 5 Adonomics.com site, 186 AMC cable channel, 121–125 Ads and Pages application America Online (AOL), 3–4 ad summary, 133, 133 analytics, 213 campaigns, 103, 149 engagement, 226–229, 226–227 copying ads, 146 landing pages, 229–230 title, 143 overview, 230–231 advertising testing, 232–233 analyzing and revising, 59–60 metrics and monitoring, 214–221, 214, banner, 4–6, 4 218–219, 221 campaigns. See campaigns return on investment content procurement, 58–59 Mayo Medical School, 222–224 content updates, 59 perspective on, 224–226 copy basics, 143–146 analyzing advertising, 59–60 creating, 133–136, 134–136 AOL (America Online), 3–4 dashboard reviews and improvement, 151–152 Apogee Search Marketing blog, 231 data for, 137 AppData.com, 189 analyzing, 138–139 application programming interface (API) dashboard, 139–140, 139, 142, 216 Facebook, 186 evaluating, 138 Open Graph, 270–272 moving averages, 140–141, 140–141, Twitter, 28 152–155, 152–155 applications, 185 reporting reviews, 130–133, 131 best practices, 202 testing, 142–143 building, 201–202 editorial policy, 111 change and risk management, 208–209 Engagement Ads, 55–57 communication and project tracking, 208 local businesses, 253 current, 189 metrics, 59, 129–130 debugging, 209–210

569641bindex.indd 279 3/23/10 9:03:42 PM deliverables, 207 basic information discovery, 191–193, 191–192 account setup, 40–42, 41 fan pages, 161–163, 198–201, 199–201 profiles, 75 gifts, 197 Bebo.com site, 28, 30, 32 history, 186–188 Bentley University, 250 installation process, 193–195, 193–195 best practices metrics, 130 advertising, 144 monetizing, 210–211 applications, 202 programmers, 204–205 researching, 69–70 project management, 206 bias, 17 project planning, 208 bid statistics, 147–148 providers, 260 Birthday Wish, 246–247 quiz, 196–197 bit.ly service, 259 scope and goals, 206–207 Blogger fan boxes, 169 social games, 196 blogs speed, 202–203 networked, 162 tabs for, 53 platforms, 259 terms, 204 as resources, 258–259 third-party, 89–90 BlueFuego, Inc., 250 user experience, 203–204 books as resources, 258 280 viral hits, 197–198 bounce rate, 215 widgets, 197 Boxes tab, 105 ■ Applications tab, 103 NASA, 241, 242 Armed with Science podcast, 245 removal, 160

Index Assaraf, John, 161 Boyd, Danah, 11–12 Assetize site, 158 brainstorming, 178–179 at sign (@) replies, 172 brand extension applications, 198 AT&T banner ads, 4, 4 brand managers, 236 audience brand/product loyalty applications, 198 defining, 51 branded communities, 272 targeting, 29, 34 breadcrumbs, 52 audits Brightkite network, 32 content, 112–113 Bucher, Ric, 69 social web, 250 Buddy Media, 161, 163, 260 authentication in Facebook Connect, 165–166 budgets for advertising, 135 authority for special offers, 174 bugs, 209–210 Average CPC metric, 147–148 Building Block Web, 269 Average CPM metric, 147–148 Building Facebook Applications for Dummies, 202 Avery, James, 190, 197 bulk invites, 102 awe.sm service, 259 Burger King viral marketing, 34–35, 35, 58 business development, 36 business profiles, 83–85, 103 B business requirements gatherers, 236 business-to-business (B2B) campaigns, 254–255 B2B (business-to-business) campaigns, 254–255 buzz, defined, 62–63 background of consultants, 120 Buzz, Google, 173, 173 Backupify.com, 114 backups dashboard, 142, 216 services for, 114 C badges, 90, 163, 199–200, 200 caching, 203 banner ads Caldwell, Michele, 190 initial, 4–5, 4 calls to action, 144 search engines effect on, 5–6 campaigns, 58, 60. See also advertising baselines for advertising, 130 basic analysis, 149–150 brainstorming, 178–179 consumer, 79–83, 82

569641bindex.indd 280 3/23/10 9:03:42 PM cycle, 118, 118 consultants, 120, 238–239 dashboards, 180–182, 181–182 consulting businesses applications, 260 data analysis, 181–182, 182 consumer campaigns, 79–83, 82 ideas, 37–40, 39 consumer engagement, 20–21 profiles and friends, 79–83, 82 contact information in profiles, 76 report outcomes, 182–183 containers, application, 212 setting up, 58, 60 content spending, 181–182, 182 adding, 117 strategies, 179–180 advertising, 58–59 successful, 51–53 audits, 112–113 canvas page, 199 crowdsourcing, 112–113 Carrot Creative fan page, 161 editorial policy, 110–112 categories of fan pages, 104–105 erroneous, 114 Causes application, 187–188, 246–247, 247 experimenting with, 116–117 Causes Exchange, 246–247 product strategy for, 108–109 certification for fan pages, 104 publishing to wall, 113–114, 113 change management applications, 208–209 use/reuse, 109–110 Charms application, 190, 197 videos and photos, 115–116, 115 charts, 132, 152, 183 contests China, 38 3M, 56 Classmates.com site, 32 Raising Cane’s, 97, 97 281 startup, 8–9 controversial commentary, 85 ■ users, 8 Cook, Dane, 187 Index click-through advertising, 6–7, 6, 136–137 Cooney, Lauren, 265–267 click-through rate, 130, 147–148, 150 Copy An Exiting Ad option, 146 clicks in ad statistics, 147 copy basics, 143–146 closed groups, 100 corporate culture and norms, 74 Coca Cola fan page, 161 cost per click metric, 150 Cocktail Guide, 124 cost per mil (CPM) metric, 137, 148, 181 Colaw, Lee M., 249 cost savings in governmental organizations, 240 collateral, marketing, 170 country, social network users by, 38, 39 colleges, 248–250 coupons, 225, 253 Commagere, Blake, 187–188 coverage by competitors, 71 comments considerations, 95–96 CPM (cost per mil) metric, 137, 148, 181 commitment Create An Ad link, 133 competitors, 70 creative persons, 236–237 considerations, 74 creativity for fan pages, 99 communication crowdsourcing applications, 208 content, 112–113 editorial policy, 111–112 governmental organizations, 243 governmental organizations, 243 CTR (%) (click-through rate), 147–148, 150 outbound, 37 Cult of Me, 16, 254 qualified customers, 38 cultural issues, 110 companion website, 258 custom tabs, 160–161, 161 company information in account setup, 41 customer relationship management, 38 comparison data, 138 customer service, local businesses, 253 compelling pages, 52–53 customers Compete.com, 13, 26 determining, 48 competitive advantage, data for, 138 engagement applications, 260 competitors, assessing, 70–71 interaction complaints, 36 Facebook Connect for, 168 compliance function of governmental local businesses, 253 organizations, 243 list building, 38 CompuServe, 3–4 needs comScore data, 8–9, 30, 32 analyzing, 64–65 conditional formatting, 152 mapping to tactics, 49–50 configuration options, 52

569641bindex.indd 281 3/23/10 9:03:43 PM education D in profiles, 76 daily data collection, 139 stakeholders, 149 dancing baby, 34 educational organizations, 248–250 dashboards EFF (Electronics Frontier Foundation), 248 backing up, 142, 216 effective cost per click, 150 populating, 139–140, 139 Eight O’Clock Coffee, 124 reviewing and improving, 151–152 elections, 240 setting up, 180–182, 181–182 Electronics Frontier Foundation (EFF), 248 data for advertising and campaigns, 137 email services, 3 analyzing, 138–139, 181–182, 182 eMarketer collecting, 180–182, 181–182 MySpace revenue, 31 dashboard, 139–140, 139, 142, 216 time on social networks, 15 evaluating, 138 embarrassing content, 114 moving averages, 140–141, 140–141, emergency notifications, 249 152–155, 152–155 emotion as motivator, 33 reporting reviews, 130–133, 131 employees vs. vendors, 237–239 testing, 142–143 engagement deals by local businesses, 253 applications, 260 debugging applications, 209–210 consumer, 20–21 282 decision-making transparency by governmental measuring, 130, 226–229, 226–227 special offers, 174 ■ organizations, 243

Deep Focus agency, 122, 124 Engagement Ads, 55–57 defaults Engagement Rate metric, 130

Index fan page views, 161, 161 Enterprise 2.0 site, 70 landing pages, 52 entertainment applications, 198 Defense Department, 245 Epinions, 18 deliverables in applications, 207 Era of Social Commerce, 18 Dell Computers Engagement Ads, 55–56 erroneous content, 114 demographics considerations, 8–9, 29–30, escapism as motivator, 33 132, 227 ESPN, 69 Department of Defense, 245 events, 161 derivative statistics, 215 fan pages, 105, 161 Digital Millennium Copyright Act (DMCA), posting, 115 121–122 sharing, 88, 89 discovery applications, 191–193, 191–192 Events tab, 105 discussion boards, 161, 162 Evite, 88 Discussion Posts metric, 132–133 Excel spreadsheets, 138, 152, 216 Discussion tab, 132 Excite search engine, 5 diversity of opinion for advertising campaigns, 60 executive management, 217 DMCA (Digital Millennium Copyright Act), executive sponsors, 237 121–122 expectations in social marketing, 18–20 Dogpile search engine, 5 expertise of consultants, 120 Doritos, 158 experts, finding, 119 Dos Equis, 81, 82 exposure, Facebook Connect for, 168 Dummies Man, 80–81 Extended Info application, 90, 199, 199 extending brands, applications for, 198 E F e-commerce, 38 e2Campus service, 249 Facebook early adopters, 251 emergence, 10–13, 11 Edit Page link, 105, 198 overview, 30–31 editor-in-chief, 112 Facebook Ads, 55 editorial policy for content, 110–112 Facebook Application Development, 202

569641bindex.indd 282 3/23/10 9:03:44 PM Facebook Connect, 272 “fishing where the fish are”, 267–268 authentication, 165–166 fit of consultants, 120 benefits, 167–168, 268–269 Flickr, 25 overview, 164–165 overview, 30, 32 uses, 166–167 photo and video sharing, 29 Facebook Developer Platform, 13 social media interaction with, 172 Facebook Developments blog, 166 Ford, Henry, 65 Facebook Groups, 162 formatting, conditional, 152 Facebook Insights, 59, 130–133, 131 Four Seasons Hotel and Resorts, 199 Facebook JavaScript (FBJS), 203 foursquare network, 32 Facebook Marketing: An Hour a Day, 173 FQL (Facebook Query Language), 201, 203 Facebook Marketing: An Hour a Day site, 70 freemium model, 210 Facebook Marketing: An Hour a Day Support frequency of posts, 111 Group, 107, 107 Fresno Pacific University, 250 Facebook Markup Language (FBML), 160, 179, Friend Lists, 84 201–202 friends benefits, 198–199 for consumer campaigns, 79–83, 82 for widgets, 197 Facebook Connect, 164 Facebook Mobile, 212 friending process, 42–43 Facebook Photos, 25 Friendster, 28 Facebook Query Language (FQL), 201, 203 startup, 8–9 283 Facebook Status Update, 13 users, 8, 32 ■ Facebook to Twitter application, 200 fun as motivator, 33 Index Fake Steve Jobs, 81 functionality, applications for, 198 FamilyLink application, 197 future commitment considerations, 74 Fan Appz company, 260 future of Facebook, 261 fan boxes, 106, 106, 168–169, 169 Cooney interview, 265–267 fan clubs, 37 Kerpen interview, 262–263 Fan Page Analytics tool, 162–163 McCaskill interview, 263–265 fan pages O’Neill interview, 270–271 applications for, 198–201, 199–201 Stay interview, 267–269 compelling, 52–53 Tate interview, 271–272 custom tabs, 160–161, 161 default views, 161, 161 Facebook Insights for, 131, 131 G vs. groups, 101–102, 102 landing pages, 233 games, 13, 90, 265 metrics, 130 Mafia Wars, 83 profiles on, 76, 78 Roshambull, 193–195, 193–194 reviewing, 98–99 social, 196 setting up, 103–106, 104, 106 GeekBriefTV, 101 successful, 94–98, 95–97 general manager role, 236 third-party applications, 161–163 Gerakines, Nick, 202 Fan UpdatesFile, 99 Gerstein, Ellen, 80–81 FBJS (Facebook JavaScript), 203 “Getting Started” tutorial, 202 FBML (Facebook Markup Language), 160, 179, Gift Creator, 190 201–202 gifts, 91, 197 benefits, 198–199 global privacy settings, 168 for widgets, 197 Go.com portal, 5 FBML Essentials, 202 Go To Application link, 194 features of competitors, 70 goals federated identity, 166 applications, 206–207 fees in monetizing applications, 210 determining, 51–52 fictional characters for campaigns, 79–82, 82 projects, 62–63 Filler, Justin, 245 Google, 5 first reports, 120–121, 121 clickthrough ads, 6–7, 6 social networks, 26

569641bindex.indd 283 3/23/10 9:03:45 PM Google AdWords, 6–7, 6, 178–180 indexes of fan pages, 98 Google Analytics, 214–221, 214 influence Google Buzz, 173, 173 applications, 260 Google Docs, 142 as motivator, 33 GoTo.com, 7 special offers, 174 Government 2.0 site, 70 Info tab, 99, 104–105 Government 2.0 technologies, 243 informing on fan pages, 99 governmental organizations, 240–245, 241–242 Inktomi search engine, 5 GovLoop network, 244–245 Inside Facebook site, 70 Gowalla network, 32 Insights, 59, 226–229, 226–227 graphic T-shirts, 51–53 installing applications, 193–195, 193–195 graphs, 132, 152, 183 InstaWhite Smile special offers, 174–175 Greenpeace, 248 integrating social media and web, 171–172 groups interaction basics, 99–101 Facebook Connect for, 168 vs. fan pages, 101–102, 102 fan pages, 98 metrics, 130 local businesses, 253 profiles, 76 web, 171–172 setting up, 106–107, 107–108 Interactions Over Time chart, 132 Groups page, 100 Interactions Per Post metric, 132 284 Interactive Advertising Bureau (IAB) ad units, 55 international business, 38 ■ H investment data, 138 invites, bulk, 102 Harman, Wendy, 248 Index Involver applications, 162–163, 201, 260 Harris Interactive, 15 Harvard University, 10, 248, 250 heat maps, 152 help, 119–120, 238–239 J Hi5.com site, 28, 30, 32 James Avery Charms application, 190, 197 hierarchy of needs, 254 Jhingran, Anant, 265 Hillstrom, Kevin, 224–226 JibJab.com site, 168, 268 History Channel, 158 Jobs page at Raising Cane’s, 97, 97 HootSuite application, 259 HotBot search engine, 6 HotWired online magazine, 4 K housing special offers, 176–178 Huffington Post, 173, 268–269 Kanter, Beth, 248 human resources department at Raising Katrina (hurricane), 248 Cane’s, 97 Kerpen, Dave, 262–263 humor as motivator, 33 King, Brad, 16, 254 Hurricane Katrina, 248 Kutcher, Ashton, 31 hybrid social networks, 29 L I Lacoste fan page, 161 IAB (Interactive Advertising Bureau) ad units, 55 landing pages, 229–230 identifiers for landing pages, 171 identifiers, 171 identity overview, 230–231 Facebook Connect, 164, 166 testing, 232–233 theft, 76 landing tabs, 199 images for advertising, 144 language, editorial policy for, 111 immediacy, 16–17 launching applications, 192–193 immersive branding, 189 lead generation, 36, 38 impressions in advertising, 136–137, 147 Leake, Bill, 230–231 legal trademarks, 158

569641bindex.indd 284 3/23/10 9:03:46 PM Levenstein, Aaron, 217 Mayo Medical School return on investment, Li, Charlene, 55 222–224 licensing by governmental organizations, 243 McCaskill, Scott, 263–265 Limited company, 262 Media Consumption metric, 132, 228 LinkedIn memories as motivator, 33 overview, 30–31 Mentions metric, 132–133 users, 8 merchandising in monetizing applications, 211 links, 105 message boards, 3 format, 114 messaging sharing, 43, 88, 89 News Feed, 187 Twitter, 259 real-time, 172–173 Links tab, 105 text, 28–29 Little Club restaurant, 123 MetaCrawler search engine, 5 LIVESTRONG, 248 metrics, 214–221, 214, 218–219, 221 Living Social company, 196 advertising, 129–130 local businesses, 252–254 assigning, 71–73, 72 Local fan pages, 104 Insights, 226–229, 226–227 log files, 221 Interactions Over Time chart, 132 login systems in Facebook Connect, 165 multichannel marketing, 170–171 logos, 162 return on investment Loopt network, 32 Mayo Medical School, 222–224 285 love as motivator, 33 perspective on, 224–226 ■ Lycos search engine, 5–6 tracking, 59 Index Lyons, Dan, 81 Microsoft, 15, 26 Microsoft adCenter, 179–180 Microsoft Excel spreadsheets, 138, 152, 216 M Microsoft Live Mesh, 142, 216 milBook site, 245 Mad Men case study, 121–125 military social networks, 245 Mafia Wars game, 83 milSuite, 245 magazine metaphor, 109 Mine That Data blog, 224 Magellan search engine, 5–6 mistakes mailing lists, 37 admitting, 183 making money as motivator, 33 correcting, 114 management mobile devices for advertising, 211–212 change and risk, 208–209 Modest Needs Foundation, 248 executive, 217 modifying plans, 117–121, 118, 121 project, 206 momentum hubs, 272 mapping customer needs to tactics, 49–50 monetizing applications, 210–211 maps monitoring, 214–221, 214, 218–219, 221 heat, 152 application outcomes, 193 social networks by country, 38, 39 plans, 117–121, 118, 121 marketing Moore, Geoffrey, 251 advertising. See advertising Morin, Dave, 166 collateral, 170 Mosaic web browser, 4 educational organizations, 250 Most Interesting Man in the World character, 81 local businesses, 252 motivators, 33 multichannel metrics, 170–171 moving averages, 140–141, 140–141, 152–155, marketing cycle, 118, 118 152–155, 220 marketing reach data, 138 multichannel marketing MarketingProfs Engagement Ads data, 57 A/B and multivariate tests, 171 Marketplace feature, 91 metrics, 170–171 Mashable.com blog, 70, 173 multivariate testing, 143 Fan box, 168, 169 landing pages, 233 reports, 30 multichannel marketing, 171 Maslow’s hierarchy of needs, 254 My Flickr application, 90

569641bindex.indd 285 3/23/10 9:03:47 PM MySpace network, 28 OpenID authentication, 166 vs. Facebook, 10–11 OpenSocial authentication, 166 overview, 30–31 operational realities of content, 110 startup, 8–9 opinions, 17, 43 users, 8 Oprah.com site, 124 Oprah Winfrey Show, 199 optimization N applications for, 198–201, 199–201 data for, 180 names overoptimization, 220 ad statistics, 147 search engines, 158, 172 vanity and usernames, 158–159 organization, editorial policy for, 111 NASA, 241, 241–242 organizational considerations, 235 Networked Blogs application, 90, 162, 199 business-to-business campaigns, 254–255 New Fans metric, 132, 227 education, 248–250 new products and services, applications for, 189 governments, 240–245, 241–242 News Feeds, 13, 42–45, 44 local businesses, 252–254 for applications, 186–187 nonprofits, 246–248, 247 content editing, 114 roles and responsibilities, 236–239 discovery applications, 191 startup businesses, 250–252 and fictional characters, 80, 82 286 organizational fit, 74 metrics, 130 Orkut site, 28, 30, 32 ■ status updates, 86–87, 86–87 outbound communications, 37 suggestions boxes, 155 outcomes reports, 182–183 newsletters for local businesses, 252–253 Index Over Time chart, 132 Nielsen Online overadvertising, 109 Facebook users, 42 overfriending, 82–83 time on social networks, 15 overoptimization, 220 noise, 17 Overture by Yahoo!, 7 nonprofit organizations, 246–248, 247 Owyang, Jeremiah, 18, 267 nostalgia as motivator, 33 Notes application, 91, 105, 161, 200–201, 201 Notes tab, 105 notifications P emergency, 249 P2 (people to people), 255 local businesses, 253 Pacific University, 249 Page Views metric, 132–133, 215–216, 227 pages. See fan pages O Pancreatic Cancer Action Network, 248 paying for advertising, 136–137, 136 OAuth authentication, 166 people to people (P2), 255 Obama, Barack, 240 percentage of conversions, 52 objectives, 51–52 performance of ads, 146–148, 147 offers persistence of Facebook Connect, 165 local businesses, 253 personal experiences vs. professional, 84–85 special, 173–178 personal gifts, 197 One Kid, One Cure, and the Power of Social personal information Networking page, 248 account setup, 40–42, 41 one-size-fits-all social networks, 27–28 profiles, 75 one-trick pony social networking, 28–29 personal recommendations by local 1800flowers.com, 262 businesses, 253 OneForty repository, 259 personalization in Facebook Connect, 165 O’Neill, Nick, 270–271 personas, 48–49, 79 online services, 3–4, 3 photos, 28, 105, 161 Oodle ads service, 91 Facebook Photos, 25 Open Graph API, 270–272 Flickr, 29, 32 open groups, 100 NASA, 241, 242

569641bindex.indd 286 3/23/10 9:03:47 PM posting, 115–116, 115 Prodigy, 3–4, 3 Raising Cane’s, 94, 96 product strategy for content, 108–109 sharing, 88, 89 products, defining, 53, 55 Photos tab, 105 professional experiences vs. personal, 84–85 Pick Your Five series, 196 Profile HTML application, 90 Pillow Fight application, 191, 191 profiles pilot projects, 243 businesses, 83–85, 103 Pittsburgh Pirates team special offers, 175–176 Classmates.com, 8 plans, 61 for consumer campaigns, 79–83, 82 best practices and success stories research, data in, 75–77, 77 69–70 metrics, 130 competitor assessment, 70–71 MySpace, 9, 9 customer needs, 64–65 sanitizing, 85 metrics, 71–73, 72 uses, 77–79 monitoring and modifying, 117–121, 118, 121 programmers, hiring, 204–205 policy setting, 67–69 progress presenting, 74 analyzing, 120–121, 121 project goals, 62–63 charts for, 183 reporting strategy, 73 reassessing, 118–119, 118 stakeholder needs, 63–64 projects work roles, 65–67 goals, 62–63 287 Playdom company, 196 pilot, 243 ■ Playfish company, 196 planning and tracking applications, 208 Index policies prospecting, 38 applications, 204 providers of applications, 260 content, 110–112 public relations disasters, 35 setting, 67–69 Publisher for status updates, 87 politics publishing content to wall, 113–114, 113 elections, 240 purpose in editorial policy, 111 organization, 67 in profiles, 85 Poll application, 162 Q popularity of competitors, 70–71 portal strategies, 264 QQ.com site, 28 portal web sites, 5 Quantum Link, 2, 2 Porter, Barbara, 222–224 quick-start guide, 54 Post Quality metric, 130, 132 quiz applications, 196–197 Posterous blogging platform, 200 QuizMonster application, 197 posting QuizPlanet! application, 197 photos, 115–116, 115 QuizYourFriends application, 197 status updates, 86–87, 86–87 Posts metric, 132 power users, 255 R PR of competitors, 71 Raising Cane’s page, 94–98, 95–97 Prague City Apartments special offers, 176–178 Re-subscribes metric, 228 praise, 36 Rea, Brian, 123 presenting plans, 74 reach of special offers, 174 presidential elections, 240 reading material, 258 pricing of advertising, 136–137, 136 real-time feeds, 13–14 priorities real-time messaging, 172–173 debugging, 209–210 real-time notifications, 253 multichannel marketing, 170 recalibrating advertising, 150–151 privacy recommendations, 36 profile uses, 77–79 recruitment by educational organizations, 250 settings, 75–77, 77, 168 Red Bull Roshambull, 193–196, 193–194 private experiences, 84 Red Cross, 248

569641bindex.indd 287 3/23/10 9:03:48 PM red-face tests, 143 search engines, 5–6 RED fan page, 199 optimization, 158 Reese, John, 83 shared data, 114 relevance of special offers, 174 secret groups, 100 religious commentary, 85 security settings, 75–77, 77 Removed Fans metric, 132, 227 Selective Tweet Status app, 163 reporters, 237 Selective Tweets application, 200, 259 reports self-expression as motivator, 33 first, 120–121, 121 SEMPO (Search Engine Marketing Professionals outcomes, 182–183 Organization), 231 reviewing, 130–133, 131 Sensorpedia, 245 strategy, 73 sentiment monitoring applications, 260 repurposing profiles, 83–85 SEO (search engine optimization) benefits, 172 research and influence applications, 260 services as special offers, 174–175 resources, 257 seven-day moving averages, 152–153, 153, 220 blogs, 258–259 severity levels in debugging, 209 companion website, 258 Sewickley Academy, 250 reading material, 258 sharing tools, 259–260 events, photos, and videos, 88, 89 responsibilities in organizations, 236–239 information, 16 288 Ressler, Steve, 244–245 links, 43, 114 Resubscribes metric, 132 sharing opinions as motivator, 33 ■ RetroModGirl blog, 124 showing off as motivator, 33 return on investment (ROI) Simonson, Robert, 124

Index demonstrating, 183 single sign-on in Facebook Connect, 164, 166 Mayo Medical School, 222–224 skill sets, 66 perspective on, 224–226 SlashFood blog, 124 reuse of content, 109–110 SlideShare application, 90 reviews, 161 Smith, Mari, 161 Reviews metric, 132–133 social comments in Facebook Connect, 164 revising advertising, 59–60 social commerce, 18 risk management applications, 208–209 social distribution in Facebook Connect, 164 ROI (return on investment) social games, 196 demonstrating, 183 social graphs, 24–25, 24 Mayo Medical School, 222–224 social marketing history, 2, 2 perspective on, 224–226 consumer engagement, 20–21 roles in organizations, 236–239 expectations, 18–20 Roshambull game, 193–195, 193–194 Facebook emergence, 10–13, 11 future, 16–18. See also future of Facebook Google and clickthrough ads, 6–7, 6 S growth, 15–16 online services, 3–4, 3 San Francisco government, 245 real-time feeds, 13–14 sandboxes, 160 search engines, 5–6 sanitizing profiles, 85 social networks emergence, 7–10, 9 scheduling advertising, 135–136 World Wide Web, 4–5, 4 school information in account setup, 41 social media schools, 248–250 defined, 24–25, 24 Scoble, Robert, 79, 81 integrating web with, 171–172 Scobleizer blog, 79 Social Media Examiner site, 70 scope of applications, 206–207 social microsites, 272 scorecards, 71–73, 72 social networks Scotch Shoe, 56–57 campaign ideas, 37–40 Search Engine Journal, 102, 102 defined, 24–25, 24 Search Engine Marketing Professionals emergence, 7–10, 9 Organization (SEMPO), 231 landscape, 25–27, 27 search engine optimization (SEO) benefits, 172

569641bindex.indd 288 3/23/10 9:03:49 PM one-size-fits-all, 27–28 successful social media campaigns, 51–53 one-trick hybrid, 29 Sugars, Brad, 247 one-trick pony, 28–29 Suggestions boxes, 155, 155 opportunities, 36–37 summaries of links, 114 summary, 29–30 SuperCamp, 250 truths, 33–34 SurveyMonkey, 64 viral marketing, 34–36 surveys for customer needs, 64–65 social web audits, 250 Susan G. Komen for the Cure, 248 SocialSafe.net, 114 Swift, Kane, 248 soft-selling fan pages, 98 Sysomos company, 228 sorting content, 110 sourcing content, 110 Southeastern Conference of college athletics, 69 T special offers, 173–174 InstaWhite Smile, 174–175 T-shirts, 51–53 Pittsburgh Pirates team, 175–176 tabs Prague City Apartments, 176–178 applications, 53 speed of applications, 202–203 fan pages, 160–161, 161 spending on campaigns, 181–182, 182 URLs for, 233 Spiridellis, Gregg, 168 tactics campaigns, 181–182, 182 sports 289 ESPN, 69 mapping customer needs to, 49–50 ■ special offers, 175–176 “Taken Out of Context: American Teen Sociality Index spreadsheets, 138, 152, 216 in Networked Publics”, 12 stakeholders targeting ad process education, 149 advertising, 135, 135 needs analysis, 63–64 audience, 29, 34 standard deviation, 152 data for, 138 Stanford University, 250 by startup businesses, 251 startup businesses, 250–252 updates, 160 Static FBML application, 160, 179 Tate, Kevin, 271–272 benefits, 198–199 TechCrunch.com site for widgets, 197 China social networks, 38 statistics, 215, 217 fan page data, 228 status technical leads, 237 ad, 147 Tequila, Tila, 187 updates posting, 86–87, 86–87 terms for applications, 204 Status Update search, 78 tests Stay, Jesse, 202, 267–269 campaigns, 142–143 Stephens, Brian, 56 landing pages, 232–233 Sterling Cooper agency, 122 multichannel marketing, 171 Story, Louise, 10 text in advertising, 134 strategies text messaging, 28–29 campaigns, 179–180 TheKitchn blog, 124 content, 108–109 third parties portal, 264 applications Stream metrics, 130 fan pages, 161–163 student notifications, 249 installing, 89–90 %Sub/Click metric, 181 backup services, 114 subject matter, editorial policy for, 111 content, 110 subscriptions in monetizing applications, 210 help, 120 Subservient Chicken campaign, 34–35, 35, 58 monetizing applications, 211 success metrics for advertising, 129–130 vendors and consultants, 238–239 success stories Threadless.com site, 51–53 researching, 69–70 3M fan pages, 56–57 sharing, 183 thumbnail pictures for links, 114 Thunderbird, School of Global Management, 250

569641bindex.indd 289 3/23/10 9:03:50 PM tickets specials, 176 friends, 44, 44 Tiger Woods fan page, 158 posting, 86–87, 86–87 time periods for data analysis, 139 sending, 159–160 time series data for progress, 183 urgent communications from governmental time spent on site metric, 215 organizations, 243 titles URLs, 158–160 advertising, 134, 143–144 shortening services, 259–260 links, 114 for tabs, 233 “To Aim Ads, Web Is Keeping Closer Eye on U.S. Air Force page, 243 You”, 10 USA Today, 3 tone, editorial policy for, 111 Usage Statistics data, 229 tools summary, 259–260 use of content, 109–110 Top Countries metric, 132, 227 user experience (UX), 203–204 Total Fans metric, 132, 227 User Response tab, 229 Total spent data in ad statistics, 147 usernames, 158–159 trademarks, 158 uStream.tv platform, 259 traffic from Facebook Connect, 167 UX (user experience), 203–204 training from consultants, 120 transparent login systems in Facebook Connect, 165 V 290 Treadaway, Chris, 83 Treadaway, Clifford, 83 validating consultants, 120 ■ true identity in Facebook Connect, 164 Vampires application, 187–188 TweetDeck application, 259 vanity names, 158–159 variations in ads, 146 Index 28-day moving averages, 153–154, 153 TwitManage tool, 180 Vaynerchuk, Gary, 199 Twitter app, 163 vendors ESPN policy, 69 vs. employees, 237–239 Facebook affected by, 13, 14 questions for, 239 growth, 26 Victoria’s Secret, 158 linking, 259 videos, 161 Mad Men case study, 121–125 fan pages, 105 overview, 30–31 Flickr, 29 social media interaction with, 172 posting, 115–116, 115 text messaging, 28–29 sharing, 88, 89 users, 8 Videos tab, 105 type information in ad statistics, 147 View Application link, 193 TypePad, 24, 169, 259 “Viewing American Class Divisions through types of content, editorial policy for, 111 Facebook and MySpace”, 11 vigilance for profiles, 85 viral apps building, 197–198 U fans for, 190 UNICEF, 248 viral marketing, 34–36 unintended consequences, 74 virtual credits and goods in monetizing unique URLs, 160 applications, 210 unique users metric, 215 virtual gifts, 197 United Airlines, 35 Volkswagen fan page, 161 “United Breaks Guitars” video, 35 universities, 248–250 University of Michigan, 250 W Unsubscribed Fans metric, 132 Unsubscribers metric, 227 Wagner, Richard, 202 Unsubscribes metric, 132, 228 wall updates fan pages, 105 advertising content, 59 publishing content to, 113–114, 113 Raising Cane’s, 97

569641bindex.indd 290 3/23/10 9:03:50 PM web browsers, 4 X emergence, 4–5, 4 Xbox 360, 158 integration, 171–172 webcams, 115 We’re Related application, 197 Y Werewolves application, 187–188 Weston A. Price Foundation, 248 Yahoo! Overture, 179–180 Whrrl network, 32 Yahoo! search engine, 5 widgets, 168–169, 197 Yahoo! social networks, 26 Wikipedia, 24 Yelp company, 18 Wildfire Interactive, 163, 260 Young Government Leaders (YGL), 245 Wiley Publishing, 80–81 YouTube Windows Live ID authentication, 166 functionality, 29 Windows Live Messenger, 26, 27 overview, 31–32 Windows Live Spaces, 30 social media interaction with, 172 Winfrey, Oprah, 31 YouTube Badge application, 90, 163, word-of-mouth marketing, 34 199–200, 200 WordPress, 24, 259 work information in profiles, 76 work roles, determining, 65–67 Z 291 ■ world map of social networks by country, 38, 39 Zombies application, 187–188 Index World Wide Web Zuckerberg, Mark, 25, 262, 266 browsers, 4 Zynga company, 196 emergence, 4–5, 4 integration, 171–172

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